Building theatre patronage : management and merchandising (1927)

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y 192 Building Theatre Patronage with a heavy landscape background and cut paper gives a snow effect. You can use very small celluloid balls or other light white material. Toy stores will supply miniature trains and other material for lobby display in return for a credit card which is displayed in the lobby. A miniature automobile race is possible with toy cars fastened on a belt that moves at a rate to suggest racing automobiles. A background for this display can be a poster cut-out. Miniature horses and boats can be used in the same way. Miniature sea scenes can be made in a tin tank or with tarpaulin spread over wooden frames and permitted to sag in the center. Use a little blueing in the water. With animated effects remember that a moving object under dim light seems to move faster, while a moving object under intense light seems to move more slowly. Sound Effects. Sound effects in the lobby can often attract even more attention. The use of the Magnavox with concealed wire for carrying orchestra and organ music to the street or to carry the laughter of the audience to the street is in common practice. Home-made sound devices are easily constructed. A string run through the top of a tin can and held taut, gives the sound of a lion's roar if a rosined cloth is drawn over the string. A small boy hidden behind the cut-out of a lion can attract attention with this device. A moving train sound is obtained by tacking sand paper to one or more points of a revolving wheel and running this in contact with a sanded strip on the floor. The sound of an aeroplane can be imitated by placing a card or thin piece of tin in contact with the blades of an electric fan. The phonograph is a very useful sound-maker, especially if it is electrically operated and provided with a repeating attachment. Light. Flood lighting or spot lighting color displays will win more attention. Changing the color and direction of lighting on a display will create the optical illusion of movement. To